Mango harvest on the move, NMB efforts continue

by Tim Linden | September 12, 2017

Fall is approaching in North America, which means the mango harvest is transitioning to contra-seasonal climates south of the equator, while the National Mango Board continues its promotional plan with point-of-origin not altering the effort.

“The NMB is anticipating a smooth transition from the Mexico crops into Brazil,” said Angela Serna, the group’s communications manager. “Brazil has begun their season and it is expected to run until the end of November with a projection of approximately 8.2 million boxes, with a peak volume from mid-September to mid-October. The main varieties for Brazil are Tommy Atkins, Honey and Palmer.”

Following Brazil into the marketplace will be Ecuador and then Peru, which will take production into the new year and the return to volume from Mexico, typically in March. The NMB will release estimates from Ecuador and Peru as they become available later in the year.

The NMB will continue its outreach to retailers to promote mangos during this fall period. “As an all-year round fruit, the NMB encourages retailers to pull mangos out of the tropical sections and into their main displays of the produce department,” Serna said. “Retailers are also encouraged to merchandise mangos with seasonal fruit to pump up mango and the seasonal fruit sales.”

Another effort of the board is to expand the varietal knowledge and experimentation of the consumer. “As consumers become more familiar with mangos, they are willing to try different varieties and experiment the different flavors,” she said. “Retailers are encouraged to offer multiple varieties, sizes, and prices to present consumers with more options. Offering multiple varieties also gives the retailer the opportunity to carry mangos year-round and sustain consumer inspiration in buying this ‘superfruit’.”

As it is with most produce items that have a degree of unfamiliarity, education is the key. While many U.S. residents are well aware of the mango and its many uses, there is still a sizable portion of U.S.-born consumers that don’t include the world’s most popular fruit on their shopping list.

“Consumers’ main barriers to purchase mangos are how to select, cut and use the fruit,” said the NMB executive. “Retailers can order free POS (point of sale) materials to display with their mangos. These materials contain selecting and cutting messaging, as well as many recipes to inspire consumer usage.”

Research shows that mangos are an impulse buy for shoppers, Serna said. “Therefore, the store must keep them top of mind for consumers.” As a blueprint to achieve impulse sales, NMB has a list of merchandising best practices that it touts:

Educate customers about selection, ripening and cutting by using POS materials from the NMB

Group mangos by variety, size and ripeness level

Keep displays well stocked, but to avoid bruising, do not stack too high

Never stack heavier fruit such as pineapple, papaya or coconuts above mangos